The catch is that it'll cost ya: $129 (£81) for a basic annual membership, or $599 (£374) for the Premium package - the latter for firms needing extra tech support and such

And Panasonic seemingly won't let you feed any old program onto the telly-presented app store. It's after "content which will enrich the TV experience", in particular "video, music, sports, games, social networking, news and lifestyle, and healthcare and fitness".

It's really keen on VoD and catch-up TV apps.

Development requires a PC. And a Panasonic Viera Connect-equipped TV, such as the TX-P65VT30 65in plasma, natch.

So far apps developers plan to charge for can only be deployed in the US. Presumably free ones can be offered globally. Panasonic said it does intend to expand paid-for-apps support more broadly, but didn't say when.